He/Him
I developed a reimagined identity and brand activation for an alcohol-free version of Roku Gin, targeting Generation Z audiences and leveraging Roku’s distinctly Japanese identity. The campaign focused on promoting love and connection through Japanese gift-giving traditions as Gen Z faces a loneliness epidemic, being labelled as the “unhappiest generation.”
Aiming to create a personal and special experience for the loved ones in our lives to show recognition, support and most of all, love. Encouraging the younger generation to get involved with Oseibo by starting a “chain of love” that can be passed on to anyone, anywhere as a token of gratitude.
The campaign launched in major cities worldwide with billboards encouraging everyone to get involved. The website allows customers to easily purchase and personalise their editions. The social media impact reached global audiences, generating reactions on Instagram and X. Encouraging more global involvement with Oseibo & connecting people worldwide.
Introducing, The Booked Inn – a collectable, story-driven indie bookstore subscription service. Each month, subscribers receive a curated book box from a different indie store themed around a popular BookTok title, complete with ethically sourced merchandise, a handpicked and more diverse recommendation, and bookish extras. Featuring monthly protest challenges to encourage everyone to take a stand against large corporations and the harm they cause to independent bookstores and local communities.
BookTok has reignited Gen Z’s love of reading. However, its algorithm favours popular, mainstream content, while 79% of its audience values diversity and seeks more inclusive stories. Independent bookstores are adapting by stocking more contemporary, diverse titles, but struggle against Amazon, which controls over 50% of U.S. book sales. Its low prices and algorithmic dominance make discovery harder for smaller books and authors.
Indie bookstores serve as cultural anchors, offering community-driven experiences. Campaigns like #BoxedOut showed that unified efforts can help increase visibility. Gen Z also values the aesthetic appeal of books, favouring special editions and merch. For them, reading is a key part of their identity, providing indie stores a chance to connect through unique, inclusive, and collectable experiences that appeal to every reader.
A website was created to inform audiences about the brand’s mission and subscriptions. This expanded to an app connecting like-minded readers, facilitating discussions through monthly book club reads, participating in protest challenges, and requesting recommendations from booksellers based on reading tastes. Social posts showcased entries to the monthly challenge and how authors use their platforms to spread the brand’s message.
I have also included some examples of past projects from my portfolio, which you can explore further by visiting https://gbdsgn.myportfolio.com/work.
